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Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Harvard Case Study Solution

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Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution & Analysis


Introduction

Historically, the company's core consumers include the Original Devices Manufacturers (OEMs), which used to offer Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution items withtheir own brand name. Its consumer circle includes Original Devices Manufacturers (OEMs), who used to sell Samsung items with their own brand name. He repositioned Samsung as an international brand name and educated his divisional managers to understand marketing and its importance.

Issue Declaration

Samsung's transition from an item based to a marketing business is not going as smoothly as planned.Overcoming the hesitation of divisional supervisors to include marketing effectively is still a significant difficulty. Producing a constant brand name identity across the entire world and employing marketing methods that best fits the local culture is no simple job.
Executive Summary
Situational Analysis

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution efforts for developing its brand across the world was started after introducing the "new management initiative" by Chairman Lee in 1993. The objective was to change Samsung from a cheap OEM to a high value-added product service provider. To make the vision of Samsung a truth, Chairman Lee selected Yun as a vice chairman in 1997. Yun had a rather clear photo in his mind about how Samsung can transform from a low end to a high end product service provider. He knew that improvement can only be done through positioning Samsung as a business offering high-end products and this could only be done through high level of marketing.

In spite of having a clear vision about how to build Samsung brand name, with a possible support of its executives, Yun faced numerous marketing obstacles in early years of its efforts.

Among the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as same tools and believed that quality products do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous business practices, and the present marketing requirement was too much high, the space was too broader and to fill this gap with wrong perceptions about marketing was rather challenging for Yun.

As mentioned above, marketing focus was extremely low in previous practices, for that reason there were no proper marketing budgets for each of the product on the portfolio. There was no marketing preparation provided for the existing products. Along with it the product range of the business was increasing with the ripening of brand-new product concepts by the R&D sector of Samsung. Yun had a challenge to perform marketing planning and to produce marketing spending plans for existing in addition to for new items from the very beginning, and this would take a huge time.

A substantial shift would be required in existing marketing expenses to construct the Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis brand name. This would lead to increased marketing expenditures for Samsung and might disturb the administration regarding increased costs, as they hesitated to marketing expenses previously and a sudden big shiftwould make them disrupt. This could result in declining executive support for worldwide marketing. In this situation, Yun deals with an obstacle for validating increased marketing costs by showing the long term worth of big marketing expenditures.

Internal Analysis
SWOT Analysis
Strengths


Samsung strengths depend on its big item portfolio. Samsung has biggest number of patents in the industry with overall number of 15499 patents given in United States( USP). Big quantity of R&D costs has actually allowed the business to grow its product portfolio at a higher rate than its competitors. Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total profits.

Another strength of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution is its ability to develop innovative products at a constant rate. It significant proves for the development and item creating of Samsung is that the company has actually gotten many awards for its innovation and product style.

Unlike Apple and other rivals, Samsung is concentrated on producing gadgets which can be quickly integrated with any type of open source Operating System (OS) and software. This supplies Samsung an edge over Apple gadgets.
Porter's 5 Forces Analysis
Samsung's capability to produce high end items at low cost of production is likewise among the significant strength of Samsung as it makes it possible for the company to record more market by providing quality products with expense control.

Weak points

Samsung's weaknesses are hidden in the company's reliance on outsourcing software for its devices due to business's inability in establishing software, unlike Sony. Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help also has low earnings margins as compare to Apple due to big difference in the costs of Apple and Samsung with a much lesser distinction in quality.

Opportunities

Opportunities for Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help lie in the growing Smartphone market and the business's performance in the market. Samsung currently runs in about 80 nations and the company has a chance to increase its geographical growth by moving towards more emerging markets outside Asia.

Threats

The vibrant market environment of innovation industry posture a severe risk on Samsung's survival and force the company to invest much of its earnings share on R&D in order to make it through in the long run. The market saturation in developed nations i.e. saturation of mobile company is also a huge risk for the company's development in the existence of strong rivals like Apple.

4 P's of Marketing
Swot Analysis
Product

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help uses quality items and has a rather abundant portfolio which deals with different segments. The majority of the products remain in the leading three of their respective markets. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is likewise not far behind in comparison of them. Following is the product line of Samsung:

• LCD/ TV
• Laptops.
• Smart phone.
• A/c unit.
• Desktop computer.
• Hard drives.
• Washing machines.
• Fridges.
• Cams.
• Microwaves.
• Flash memory.
• DRAM.

Rate.

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis utilizes both market competitive and market skimming prices methods for its variety of products. In competitive pricing it changes the rate according to the competition in order to acquire advantage, whereas, it utilizes market skimming strategy where the item has actually an added worth and by offering a couple of products it can reach break-even.

Location.

It has among the best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon etc. All its items are prompt supplied to the selling place/ delivered to the clients directly in case of online order.

Promotion.
Vrio Analysis
It wasn't a popular business beyond Korea till 1993. The management initiative taken by their CEO has actually pushed them to market more efficiently outside the borders and now it has actually entered the league of leading 25 business in the world in simply 9 years. This is an exceptional achievement despite the ongoing arguments amongst the supervisors about adopting marketing practices. It utilizes both offline & online channels of promotion to market their products. Paid product advertisements, social promo and digital advertisements are utilizes to produce awareness about Samsung products.

Worth Chain Analysis.

It's an analytical framework for identifying organisation activities that add value or competitive benefit for the company.

Inbound Logistics.

For its inbound logistics it owns numerous logistics firms as it subsidiaries. It looks after its suppliers and produces an unified relationship with them and even minimized their payment cycles to enhance this relationship further which includes value to their chain network.

Operations.

Samsung's core competency is its mass making it produces 90% of its products internal. Divided into three different divisions its operations are specifically IT & Mobile Communications, Gadget Solutions and Consumer Electronic Devices. It is keeping operation hubs worldwide to even more add worth to its worth chain network.

Outbound Logistics.

Its outgoing logistics system efficiency is among the main factors Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis is able to compete with Apple. Samsung's own Electronic Logitec system plays a major role in the outgoing logistics operations. It even carries out the tasks of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Attracting target customer attention towards the product is done through marketing and sales to interact with them the worth and competitive benefit the item uses. Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help marketing budget plan is constantly increasing given that they began their repositioning worldwide and will continue to do so as they are constantly looking to invest and broaden in high prospective development markets. The spending plan is invested in occasions, print and media advertisements, public relations and so on.

Samsung put their clients at the top and continually strive to provide unmatchable consumer service requirements. By adding a direct assistance line to call them 24 hours they have actually further increased the added worth of Samsung service.

Division.

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help has diversified market division, based upon its arrangement of vast array of items to large number of consumers. Samsung target customer sections can be divided into 3 classifications i.e. Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution IT and Mobile Communications, Samsung Consumer Electronic Devices and Samsung Gadget solutions.

Geographic.

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis geographical segmentation is based upon 2 requirements i.e. region and density. Samsung serves about 80 countries worldwide with its items provided to Urban as well as Backwoods of the nation. The Samsung is also growing its global presence and the business's versatility in locating its plants motivates global growth of Samsung.

Demographic.

The group segmentation of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help is based upon gender, age, life-cycle stage and occupation. Samsung produces products that can be utilized by both males and women. The target consumers for Samsung IT and mobile communication products have an age variety of 18-65 with majority at a young or recently wed life cycle stage. They are mostly professionals, staff members and students. Apart from it, Samsung Consumer Electronics are targeted to a customer section with an age series of 25-65. They are mainly experts and staff members. However Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis Gadget Solutions are targeted at students, workers and experts with an age series of 25-65.

Psychographic.

The psychographic segmentation of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution s based upon the social class and the life style of the consumer. Samsung target clients on the basis of social class are primarily upper middle, middle and working class consumers, as Samsung offer items like cell phones not much more affordable i.e. Motorola as well as not much pricey i.e. Apple. It provides quality items to middle level customers at a somewhat high cost than others targeting the same segment.

Behavioural.

Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help bulk target consumers have unique behavioural qualities. It has clients with an ambitious, fashionable and determined personality with moderate level of commitment towards the brand. Its clients have some degree of shift towards other prominent brands i.e. Apple. Most of Samsun customers want quality in addition to cost control. They are brought in towards Samsung since of its moderate costs with an extent of quality.

Quantitative analysis.

Sales of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis has actually increased remarkably from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. Digital media is the biggest selling classification of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales.

Qualitative analysis.

Whereas, the core strength of the company is currently making however long gone are those days when excellent items were offering themselves. Kim has actually currently started to enhance the marketing activities of Samsung and really quickly it will end up being one of its core strength like making if not much better.

VRIO.

Worth.

Samsung operates styles, produces and offer a vast portfolio of consumer electronic devices. It runs in an exceptionally competitive environment and has actually effectively placed itself as the maker of quality products. So, the response is yes.

Rarity.

As, said earlier that Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help runs in an extremely competitive environment, which implies all the business have comparable products. So, the response for rarity is no.

Imitability.

Due to the nature of the industry, it is really easy for rivals to understand the functionality of the products and quickly make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents yearly, however the advantage is very short term in this industry.

Company.

Chairman Lee has entirely turnaround Samsung, from going nearly bankrupt throughout the Asian financial crisis of 1997 to the leading 25 company worldwide. Absolutely yes there appertains organization in the company and the outcomes speak for themselves.

External Environmental Analysis

PESTLE Analysis

Political

Being a multinational brand spread almost in every country worldwide, bulk of the environments like USA, Europe, China and so on, are extremely conductive for its operations. It deals with some political pressures in less developed nations where law and order scenario is not good. Latin American, African and some Asian countries fall in this category, where political instability do have a result on Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help operations.

Economic

Purchasing power of customers is vital for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries and so on provide development opportunities, whereas, due to recession even the consumers of industrialized nations suffer terribly. Hence it is very essential for the company to keep an eye on the continuous economic scenario of the country prior to entering the marketplace.

Socio-Cultural

International companies have to face different social and cultural concerns throughout its operations in a foreign country. Samsung has actually likewise dealt with many problems but have actually adopted to the local environments of most of the nations exceptionally well. It has actually customized its items, practices, policies and so on accordingly in order to achieve success.

Technological

With an annual expenditure of 2.4 billion dollars in Research & Development, and with consistent ingenious item launches, Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution is one of the top innovative business of the world. With a clear mission to be ahead of the rest when it comes to technological improvements, Samsung has increased to the no 25 of the top effective business of the world.

Legal

Each country has their own laws and policies, being an international business Samsung need to strictly follow those laws in their jurisdictions. Failure to do so, will lead to major legal effects. So, it has to study or employ a local law specialist before beginning its operations in a specific country.

Environmental

With the rising awareness among customers about the ecological & ethical violations of business, Samsung has to guarantee that it follows all the safety guidelines. Ecological damages, ethical misconducts are not appropriate and in some countries the effects can be extremely extreme. On the other hand it needs to do some Business Social Duty practices to show the locals that it appreciates their environment and individuals.

Porter's 5 Forces

Risk of Alternative

Risk of replacement for Samsung's each product category is quite considerable. Running in a very vibrant industry lead the business to face a high risk of substitution. Aspects for high risk of replacement for Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution Smartphone include the existence of high number of suppliers and Market saturation in industrialized nations, which make the expense of changing for consumers practically absolutely no. Alternative threats for Samsung visual display screen lie in the altering lifestyle of customers. Customers can switch to watching visuals in your home towards outdoor activities. Together with it, Samsung printing solutions items are threatened by the increasing destination of clients towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Samsung and its close competitors is extreme. The major factor behind this is the technique of market saturation in different number of product categories, forcing Samsung to introduce more innovative features in existing items and brand-new innovative items to keep its development. The major rivals for Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help samrtphones include Apple, Motorola, LG, Nokia, Huawei, OPPO etc.

( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. Due to incapability of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Solution to construct its own software, it has to outsource its software advancement to Google, which becomes a prospective provider of software application for Samsung, resulting in high bargaining power of Google.

Bargaining Power of Buyers:

Negotiating power of purchasers for different variety of item categories of Samsung is intense. Among the factor leading to the extreme bargaining power is the accessibility of a great deal of rivals in nearly each item classification i.e. rivals of Samsung Smartphone, with a really little distinction. The high accessibility of suppliers of Mobile phones with minimum distinction, make the changing cost for purchasers almost no, thus increasing the bargaining power of purchasers. Market saturation in most of the product categories also make the bargaining power of buyers more extreme in for Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Analysis. In spite of igh bargaining power Samsung is rather efficient in selling its items at a higher price than much of its rivals, due to high end quality item and a fair brand image.

Threat of New Entrants:

Threat of new entrants for Samsung is quite low. One of the significant aspect for low danger of new entrants is the high competitors in the industry. The requirement of big amount of capital to enter in the market is likewise among the prospective barrier to entry. Together with it, requirement of big proficiency and research and development expenses for survival in the market likewise make brand-new entrants unwilling to go into in the marketplace. Market saturation is likewise one of the barrier of entry in innovation industry. High bargaining power of providers force the players in the market to charge as low prices as possible and this can just be accomplished by production effectiveness. Brand-new firms, in bulk cases, do not have the production efficiency, hence increasing the risks for entrance in the technology market.

Competitive Analysis

Samsung's high product diversification offers it distinction from its competitors. It is among the 3 top brand names by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on customer electronics, Nokia on mobile phone and Intel on chips, Samsung had a huge R&D spending on all of its product classifications which make it possible for the company to earn potential income from sales of nearly all of its products. (See Exhibit) Nevertheless, due to the wide item range the business deals with high variety of rivals.

The business ranks first in 4 item classifications i.e. DRAM Chips, LCD Displays, Cinema Televisions and Microwave, in terms of global market share, among 8 various product categories. Samsung was the global leader in manufacturing DRAM, SRAM and NAND flash chips. Although, Samsung profits from chips was less than Intel but its earnings from chips was growing faster than Intel and has grown close to the income levels of Intel, as given in the case Display 2.

In addition to the chips Samsung mobile market was also growing at a high rate than its rivals i.e. Motorola and Nokia. Samsung's mobile phone's sales growth was 51% as compare to Motorola with only 4% and Nokia with zero sales development. The significant reson behind Samsung's high growth despite of greater rates than Nokia and Motorola was the company's high-end quality mobile phone.

Samsung was likewise reaping the benefits from increasing market share of high end LCDs as given up case Exhibit 3. The significant factor, making the company make it possible for to get the opportunity is its mass production at low cost. Sony was the most significant rival for Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help in LCD market, however, it had likewise begun joint venture with Samsung in 2003 for LCD producing, decreasing the competition for Samsung.

Porter's Competitive Strategy

Low Expense Management technique of porter is completely executed by Samsung the way they attain economies of scale by reinforcing their core proficiencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to produce for them, because they were unable to compete with them on low cost. Distinction is another technique well carried out by Samsung by constant investment in the R&D and staying ahead of the competitors. They constantly bring something new and innovative whether it's a product or a service.

Alternatives

Alternative Solution 1

The Chief Marketing Officer (CMO) of Alza And Ciba Geigy Renewing The Collaboration B2 Dr Gaudenz Staehelin Head Of The Pharma Division Ciba Geigy Case Study Help would produce a new brand image by targeting the more youthful generation of the particular nation. As, especially cellphones of Samsung are preferred amongst the younger market.

Pros

1. It is the very best technique to build Consumer Life time Worth (CLV) by creating a long-lasting relationship with consumers. Build commitment through providing worth and profit for long-lasting, as research has actually revealed it is much cheaper to retain current consumers than to bring in brand-new ones.
2. Another pro of this alternative is that word of mouth spread faster amongst more youthful individuals and which in turn will bring in new customers for my products.

Cons

1. Old customers who were connected with Samsung prior to may not like this new image the company is trying to represent.
2 It will incur further expenditures to rearrange some products and it may not even bring success as the patterns alter really rapidly among the younger demographic.

Alternative service 2.

Samsung has actually made producing its core competency for the most part of their service and due to which its supervisors are not afraid to totally get out of their comfort zone. It would be done by setting up training workshops during which importance of marketing will be taught and numbers will be provided. Failure to get the passing ratings will get demoted. Marketing environment should be produced internally first as real marketing begins inside the corporation.

Pros

1. Its pro will be that all the marketing approach fans will come out and likewise the opposite ones.

Cons

2. Its con can produce a very unhealthy environment in the work environment, as people often resist change due to the fact that they fear it.

Identify the very best option

First alternative is the best as it plainly has more pros since as soon as a Consumer Lifetime Worth is built the company will benefit from it till that consumer is alive and has purchasing power too. Plus, our target customers are the younger generation which are bound to live longer than the existing aging individuals. Samsung's primary goal is to create loyalty amongst its consumers and make them bought it from them and even purchase their various items.

Execution Plan

• Targeting more youthful generation through social marketing, creating a relate to them like Pepsi make with music. And set the expectations reasonable and attainable.
• A group including finest marketing and sales professionals ought to be put together, and both views should be taken into consideration prior to protecting the resources needed to carry out the strategy.
• Thorough communication of the strategy should be done as it is very essential for everyone to be on the same page to make it work.
• Jobs and timelines should be develop and communicated appropriately to each individual responsible.
• The manager need to utilize a dashboard which shows the development of all the tasks which have actually been done or about to be done and by whom.
• The manager need to keep track of and keep a consistent examine the private and overall performance.
• Everyone ought to want to adjust midway since any brand-new trend or policy might come in due to which all the things already prepared have to be adjusted. It's better to have contingency plans already prepared.
• At the end of the project the supervisor ought to communicate the results and if successful ought to commemorate with the group.

Spending plan

This modification the budget plan allowance of different nations and many managers were unhappy and argued however the analysis done by the program was precise and revealed figures like North America and Russia growth prospective warranted a 35% allocation while they were receiving 45%. It actually helped to fairly distribute the resources and record more clients by investing more on advertisements on the high growth capacity regions of the world.
Recommendations
Conclusion

Its continuous financial investment in R&D and innovative practices have actually moved them to brand-new heights but for them its' just the start and they desire to be amongst the top 3 brand names in the world. Their marketing efforts should be directed towards more youthful market amid the internal arguments about marketing and need to produce Consumer Life time Value as it will not only provide them benefits now but will continue to enjoy it till the consumer life time. As the expense of retaining the client is much more affordable than attracting a brand-new one.